JUNE 21, 2004

Microsoft, Sony and Toyota

The German press is reporting rumours that Microsoft is to become the title sponsor of the Toyota F1 team, paying as much as $40m a year. The stories have been linked to a deal involving Sony and, if true, are probably related to F1 computer games as much as the publicity involved in such a deal as Microsoft is already one of the best known brands in the world and really does not need Formula 1 to spread the word. A deal with Toyota would have a number of benefits for Microsoft, including an in with the entire Toyota company and the possibility of developing the sales of F1 games to draw new customers.

Toyota is expected to announce its deal with Ralf Schumacher at the British Grand Prix.